Mumbai radio unites for Dharavi redevelopment with a simulcast

Mumbai’s radio industry marked a significant moment with the city’s first multi-station simulcast, ‘Radio Community Ek Saath’, created to amplify awareness around the human-centric transformation of Dharavi. Spearheaded by Adani, the initiative brought together competing broadcasters in a rare collective effort, positioning radio as a unified platform for purpose-led communication.

For the first time, five major FM stations in Mumbai, Radio Mirchi, BIG FM, Red FM, Radio Nasha and Radio City, simultaneously aired a single, shared broadcast. Setting aside competitive boundaries, the stations aligned around a common message and mission under the movement ‘Meri Dharavi Badlegi, Hamari Mumbai Badhegi’. The simulcast aired on December 24 from 8.30 am to 10.30 am, reaching listeners across multiple frequencies at the same time.

The broadcast was jointly hosted by some of the city’s most recognisable radio personalities, including RJ Jeeturaaj from Radio Mirchi, RJ Vrajesh Hirjee from BIG FM, RJ Malishka from Red FM, RJ Rohini from Radio Nasha and RJ Salil from Radio City. All five presenters came together in a single studio to deliver a unified programme, marking a notable moment in the evolution of radio collaboration in India’s advertising and media landscape.

The simulcast followed a broader radio-led movement that had been building over several weeks. RJs across stations engaged with a series of films released by Adani that focused on the lived realities of Dharavi residents, highlighting issues such as sanitation, health and access to education. These conversations gradually evolved into a wider city-level initiative, with radio professionals stepping beyond studio discussions and into the community itself.

Over a four-week period, RJs visited Dharavi, interacted with residents and documented first-hand experiences. These stories were shared with audiences through on-air discussions, FCT advertising, anthems, social media content and digital storytelling across radio, Instagram and YouTube. More than 25 RJs participated across stations, contributing to a coordinated effort that extended across audio and digital platforms.

As part of the initiative, participating FM stations also introduced a symbolic activation. Time checks were aired at the 17th minute of every hour, referencing Dharavi’s pin code, 400017, accompanied by the call to action ‘Dharavi Ek Saat (400017) Ke Liye, Mumbai Ek Saath’. The number was used as a recurring audio cue to prompt awareness and reinforce unity around the redevelopment narrative.

The simulcast has since been made available on YouTube, allowing the content to reach audiences beyond live radio listeners and extending its lifecycle across digital communities.

Commenting on the strategy, Ajay Kakar, head – corporate branding, Adani Group, said, “The first-ever Simulcast on Radio marks more than just a media-first. The redevelopment of Dharavi is, at its heart, a human-centric transformation, and this unprecedented collaboration by the city’s leading Radio stations strengthens that message. When storytellers across rival platforms choose purpose over competition, they amplify not just a campaign, but a movement.”

The simulcast forms part of a larger communication effort around the Dharavi Redevelopment Project. As part of this, Adani has released three campaign films focusing on individual stories within the redevelopment initiative. The films aim to foreground themes of dignity, safety and inclusion, positioning the project as an urban regeneration effort designed to impact nearly a million lives.

‘Radio Community Ek Saath’ reflects a collaborative approach within India’s audio and advertising ecosystem, demonstrating how shared platforms can be used to address complex urban narratives. By aligning broadcasters, talent and digital channels, the initiative positions Dharavi’s transformation as not only a local issue, but one connected to Mumbai’s broader urban future.